Employer Brand and Talent Management

 

Employer Brand and Talent Management

Image Courtesy of HRM Handbook.com

Employer Brand (EB) is a process of promoting of Organization Value and Culture and utilizing Organization reputation as competitive advantages for targeting and recruiting the right candidate for talent management. 

According to 2022 GreatplacetoWork.com Survey,

“Millennials who say they work at a great workplace are five times more likely to endorse their company and two times more likely to stay with their organization. They are four times more likely to endorse their company when they are proud to tell others they work there, and nearly four times more likely to recommend their employer if they intend to work at their company a long time.”

The Survey Stated that Millennials who are aged 28 and 43 as of 2024, are proud workers and keen to continue to work for Great Organization with good images. They are more likely to opinioned about Organization images which they work for.

Millennials are more likely to research about Organization reputation through social media and online Job sites.

Organization image and Employer Brand are becoming critical part of talent Management in HRM.

According to CIPD, All organizations have an employer brand. It's the way in which organizations differentiate themselves in the labor market, enabling them to attract, recruit, retain and engage the right people. A strong employer brand helps businesses compete for the best talent and establish credibility. It should connect with an organization’s values and must run consistently through its approach to people management. (CIPD,2022)

All organization has Employer Brand according to reputation, proposition and experience from stake holders. Employer Brand to is to promote Organization unique value, culture and attractive working culture for new recruiting and retaining of employees.

Employer Brands is part of New Strategy of HRM Talent Management and Recruiting Process.

 

Background Theory:

According to Ambler, T. and Barrow, S. (1996) Employer Brand is research towards bringing these separate disciplines of human resources (HR) and brand marketing into a single conceptual framework.  On the one side the employer can be seen as a brand with which the employee develops a closer relationship.

Employer Brand (EB) offers employees parallel those that a conventional (product) brand offers to consumers: (1) developmental and/or useful activities (functional); (2) material or monetary rewards (economic); and (3) feelings such as belonging, direction and purpose (psychological).  (Ambler, T. and Barrow, S. (1996)

Good Employer Brand has the same benefits as good consumer Brands, when consumer associate with Good Brands, they got value, pride and self-esteem from the association, Good Employer Brands give similar benefits to Organization and its employees.

Employer Value Proposition (EVP):

This is strategy to communicate and express Organization Vision, unique culture and working environment to attract new candidates and motivate them to achieve organizational goal and mission. Well Implement EVP strategy will create Strong Employer Brands.

EVP Strategy includes,

Communicating Company mission, vision, values, and culture

Competitive Compensation practice

Flexible Work Options

Carrer Growth opportunity

Work Life Balance and Well being

Safe and Transparent, Inclusive work environment

 

Benefits of Employer Brands

1.     Attracts Top Talents

Strong Employer Brand attract top talents pool as because of reputation, culture and image of the Organization.

2.     Reduces Cost Per Hire

Recognized Employer Brand able to sources better qualified talent pool for recruiting process thus allow saving in cost and processing time.

3.     Employee Retention

A good Employer Brand need to have a great place to work and where employees are engaged and employee Retention is high.

 

 

Conclusion

Employer Brand is a tool that HRM can utilize when recruiting talents workforce by displaying collective message of Organization culture, Employee experiences and leadership into promoting message of the great place to work to attract potential workers. Having Good Employer Brand allowed to have competitive advantage to be able to stand out in among competition for attraction for key talents.

 

 

References:

 

Amire, R. (2022). The Top 5 Things Millennials Want in the Workplace in 2022. [online] Great Place to Work®. Available at: https://www.greatplacetowork.com/resources/blog/top-5-things-millennials-want-in-the-workplace-in-2022. [Accessed 30 Nov. 2023].

‌Ambler, T. and Barrow, S. (1996). The employer brand. [online] ResearchGate. Available at: https://www.researchgate.net/publication/263326597_The_employer_brand. [Accessed 30 Nov. 2023].

‌CIPD (2022). CIPD | Employer Branding | Factsheets. [online] CIPD. Available at: https://www.cipd.org/uk/knowledge/factsheets/recruitment-brand-factsheet/.[Accessed 30 Nov. 2023].

Lybrand, S. (2018). What Is Employer Branding and How It Can Grow Your Business? [online] www.linkedin.com. Available at: https://www.linkedin.com/business/talent/blog/talent-acquisition/employer-branding. [Accessed 30 Nov. 2023].

Polc, L. (2021). Employer Brand Definition. [online] hrmhandbook.com. Available at: https://hrmhandbook.com/core/employer-brand/definition/#:~:text=Employer%20branding%20is%20the%20process%20of%20managing%20and [Accessed 30 Nov. 2023].